農村的自然景觀與生態環境，是提供接近休閒遊憩的絕佳場地。苗栗公館紅棗文化季是在地性與獨特性的特色產業慶節活動，隨著社會文化的多樣化，紅棗不再是一般消費的商品，而是以文化節慶活動的方式，建構融合客庄文化以及特色產業的體驗經濟網絡。本研究旨在探討參加苗栗縣公館紅棗文化季遊客之特徵與旅遊特性，並分析遊客休閒旅遊動機對此節慶滿意度、忠誠度二者間關係。本研究於2012年8月4日與5日進行，總計發出問卷410份，有效問卷數為392份。經統計分析發現，來此參加活動的遊客是以本（苗栗）縣市為主，佔42.3%；不過外縣市的遊客高達57.7%。受訪遊客以女性、已婚者居多，參觀的主要同伴為家人、親戚。至於，遊客參與節慶活動的休閒旅遊動機中以「拓展人際」並能獲得身心紓解的「逃避壓力」動機為遊客參加公館紅棗文化節的主要原因。遊客對公館紅棗文化季活動節目安排的滿意度較低外，無論本地餐飲及農特產品均有較高的滿意度；受訪遊客也表示願意再次前來，並樂意推薦親友前來。經結構方程模型分析，遊客休閒旅遊動機雖不是影響節慶活動重遊意願或推薦親友前往的重要因素，卻與節慶活動滿意度高度相關，透過節慶整體滿意度影響遊客重遊或推薦親友。

The natural landscape of rural environment provides the perfect space close to recreation. The development of leisure agriculture allows people to have more activity selections on holiday. Miaoli Jujube Cultural Festivals is in the ground with the unique characteristics of industrial special event. Jujube is no longer consumer goods of market but a Hakka cultural goods and service along with the social change and cultural diversification. By cultural festivals, it integrates the industrial culture of local Miaoli and the characteristics of experience economic network, so that visitors can experience the Hakka and jujube culture. The purposes of this study are to investigate the tourist's characteristics and their travel characteristics, to analyze the relationships among recreation satisfaction, activity loyalty and travel motivations in Miaoli Jujube Culture Festivals. This survey a total of 410 questionnaires were issued, the number of valid questionnaires were 392. Statistical analysis found that tourists come to take part of the festivals based on inside county, accounting for 42.3%; but outside county of tourists up to 57.7%. The tourists mostly were female, married and traveled with their family. However, leisure and travel motivations of participates were divided into four motivational needs: ”food consumption and festivals”, ”stimulus avoidance”, ”social interaction”, and ”knowledge seeking”. The main motivations of acceding Miaoli Jujube Cultural Festivals were ”social interaction” and ”stimulus avoidance”. Although leisure and travel motivations were not important factors that affect the festivals revisiting willingness or recommended by friends and relatives to visit, these motivations were highly relevant to the satisfaction of the festivals and the satisfaction directly affect the revisiting willingness.